Social Media and The Start Up


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This deck was presented on February 16, 2011 at an entrepreneurship conference in Dallas, TX put on by the Baylor Angel Network.

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Social Media and The Start Up

  1. 1. Social Media and The Start-Up<br />BAN Entrepreneurship Information Series<br />Wednesday, February 16, 2011<br />
  2. 2. Agenda<br />Social Media from Day 1<br />Who “owns” social media?<br />Designing A Social Media Strategy<br />Writing A Social Media Policy<br />5 Rookie Mistakes<br />Social Media and Your Communications Plan<br />Extra: Facebook Apps To Try<br />
  3. 3. Social Media From Day 1<br />Avoid new puppy syndrome.<br />Social media is a cocktail party. Listen first.<br />Allow your social media outlets to be spokes of your website hub.<br />Making social media a part of your company culture from the start will result in greater authenticity later on.<br />NOTE: Social media should only come once you’ve solidified branding. Know who you are, what you are, and how you want the public to perceive you before you embark on any social campaigns.<br />
  4. 4. Who “owns” social media?<br />Ownership of social media within your company depends on your business objectives.<br />It is not just the PR and marketing department’s job.<br />It can be 1% of 100 peoples’ jobs.<br />Social media responsibilities may spread over several (or all) departments.<br />Customer Service<br />Marketing and PR<br />Executives<br />IT<br />What kind of employee thrives in the social space?<br />Someone who is good at their job will shine in the social space.<br />The tools are teachable.<br />Find people within your company who have a desire to learn about social media and participate in your programs.<br />
  5. 5. Designing A Social Media StrategyForrester’s POST Method<br />People<br />Objectives<br />Strategy<br />Technology (Steps to picking the right social network for your business.)<br />
  6. 6. People<br />B2B or B2C?<br />Who is/are your target audience(s)?<br />Designing A Social Media StrategyForrester’s POST Method<br />
  7. 7. Objectives<br />What are your goals?<br />How they will be tracked?<br />Designing A Social Media StrategyForrester’s POST Method<br />
  8. 8. Strategy<br />What feeling do you want to inspire in others through your interactions?<br />What are your on-brand and off-brand messages?<br />What constitutes off-limits content?<br />What is your timeline for launch?<br />How will training be handled?<br />What compliance policies and regulatory processes need consideration?<br />What is the plan to adapt to shifting demands of social media?<br />Designing A Social Media StrategyForrester’s POST Method<br />
  9. 9. Technology (Steps to picking the right social network for your business.)<br />Every social network is not the social network for you.<br />Consider your goals.<br />Brainstorm and research how different platforms might help you achieve your goals.<br />Try the most promising prospects first.<br />Monitor the activity. (Give it time!)<br />Measure the results.<br />Rinse and repeat.<br />Designing A Social Media StrategyForrester’s POST Method<br />
  10. 10. Writing A Social Media Policy<br />Consider:<br />Your goals<br />Your culture<br />Your risk tolerance<br />Make sure to cover:<br />What your company will and will not do online<br />What employees can and can not do online<br />What customers are allowed to do on company properties<br />A good policy empowers employees because they know their boundaries.<br />
  11. 11. Writing A Social Media Policy<br />Crisis Management<br />What constitutes a crisis?<br />What is the work flow when a crisis arises?<br />Who has the final word on how to handle a crisis?<br />Ohio State University Medical Center’s social media crisis management workflow<br />
  12. 12. 5 Rookie Mistakes<br />Loving it and leaving it.<br />Contributing to the noise.<br />Ignoring engagement.<br />Hard selling.<br />Feeding Facebook only with tweets.<br />
  13. 13. Social Media & Communications Plan<br />Social media can not stand alone as a communications plan.<br />Social media complements and supports your other campaigns.<br />Make sure your social presences are present on other marketing collateral.<br />Print Advertising<br />Email<br />Be creative and experiment.<br />
  14. 14. Facebook Apps to Try:<br />Payvment<br />E-commerce solution for Facebook<br />Free<br />Storefront on your Facebook Page<br /><br />Many different Facebook apps including a music player, PDF displayer, and YouTube feed<br />Some are free and others are paid<br />
  15. 15.<br />@CaseyLBrewton<br /><br /><br /><br /><br />Find Me:<br />
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